to win and how are you going to manage and measure, okay? what we did on pampers and disposable baby diapers, we got our strategy right again. we started focusing on moms, those consumers who matter most and focused on giving them a better diaper value. alisyn: let s take the strategies in your book and apply them to a company that s not winning the strategy and that s j.c. penney. they recently, this year their shares have fallen more than 61% from the peak last year, fourth quarter sales loss of 552 million. how would you impose your strategy, your winning strategy for them? well, you know i only know what i read and what i see in the stores as a consumer, but i would say first things first and it s not clear that they have an idea of which customer they re choosing to serve. often the most important question and where to play,